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New Auction Insights Report

     
3:40 pm on May 24, 2012 (gmt 0)

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I'm looking at the new Auction Insights report and am wondering what conclusions I should be making from the data other than to up my bids. (

Anyone gleaning any useful info from the reports?
1:50 pm on May 25, 2012 (gmt 0)

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For reference, here's the announcement from Google on Auction Insights report.

Auction Insights Report [adwords.blogspot.co.uk]
With the Auction insights report, you can compare your performance with other advertisers who compete in the same set of auctions as you do. You can see how often your ads rank higher than other advertisers’ ads on the search results page, and how often your ads appear compared to theirs based on your estimated possible impressions. This information can help you make strategic decisions about bids, budgets, and keyword choices by showing you where you are succeeding and where you may be missing opportunities for improved performance.

The Auction insights report provides data at the keyword-level, and provides five different statistics: impression share, average position, overlap rate, position above rate, and top of page percent: